Timberland unveils specialty concept store in US

Outdoor footwear and apparel retailer Timberland has unveiled a specialty concept store in the King of Prussia mall in Pennsylvania, US.

The Timberland Tree Lab store features curated product collections and brand stories in a gallery-style setting and will change every six weeks.

With the theme Streetology, Treelab is introducing new men's FlyRoam collection featuring the AeroCore energy system along with several new styles featuring SensorFlex comfort technology.

Timberland vice president for direct to consumer business in North America Kate Kibler said: "A shopping experience today reflects a journey through a hyper-connected world that's constantly seeking something new, and our stores need to deliver on that, every day.”

Kibler further added: "The Tree Lab is more than just a place to shop -- everything a consumer experiences from the moment they enter has been designed to enhance their visit, expand their horizons, and leave them with a great memory to go along with that beautiful new pair of shoes."

Tree Lab is planning to transform completely into SHEvolution in late September following the Streetology installation.

SHEvolution, dedicated entirely for women, features curated selection of boots and shoes.

Timberland is planning to open a series of flex retail stores across the US, initially, debuting at Mall of America on 1st September.

Also, the apparel retailer is planning to unveil specialty stores in Stanford, California at the Stanford Shopping Center on 18 August and in Portland, Oregon along Couch Street on 1 September 2017.